Behind the Label: What Clean Beauty Should Filter Out
Walk into any chemist or scroll through any beauty retailer and you will be confronted with products claiming to be "clean" or "natural." But in an industry where these terms are largely unregulated, what do they actually mean?
At Lunask, we do not use the word clean as a marketing term. It is a commitment — and one we hold ourselves to every single time we formulate. Clean means no harmful ingredients. No exceptions. Ever.
Decoding "clean beauty": more than just a label
The beauty industry is largely self-regulated when it comes to terms like "natural" or "clean," which means a wide spectrum of interpretations exists. For some brands, "clean" simply means removing a handful of commonly known irritants. For us, it means a genuine dedication to sourcing, formulating, and delivering products that are safe and beneficial for every member of your family.
Our philosophy is rooted in intentionality: every decision has meaning, every ingredient has purpose. We formulate to solve real problems, not to follow trends. And we believe that knowing what is in your products — and why — is something every family deserves.
What Lunask leaves out — and why
Reading a product label can feel overwhelming. Here is what we choose not to include in our formulations, and the reasoning behind each decision.
Parabens: Used as preservatives in many personal care products, parabens have been classified as endocrine disrupting chemicals — meaning they have been studied for their potential to interfere with normal hormonal function. Research published in Molecular and Cellular Endocrinology examined these effects in detail, noting that while some findings from animal models have not fully replicated in human studies, the classification warrants caution in products used daily on the skin. [1] The science is still developing. Our position is clear: we do not use them.
Phthalates: Often hidden within "fragrance" or "parfum" on ingredient lists, phthalates are synthetic chemicals that have attracted significant research attention. A systematic review of human epidemiological studies found that phthalate exposure at population-level concentrations may have male reproductive effects, with the strongest evidence for specific compounds including DEHP and DBP. [2] Because fragrance formulations are considered proprietary, brands are not required to disclose individual ingredients — making "fragrance" or "parfum" on a label worth scrutinising.
Sulphates (SLS/SLES): Sulphates are surfactants — effective cleansers, but they can be harsh enough to disturb the skin's natural oils, particularly on skin that is already sensitive or reactive. We have chosen not to use them.
Synthetic dyes and fragrances: Artificial colours and synthetic scents are among the most commonly cited causes of skin irritation and allergic reactions. Elysian Luxe is scented only with pure essential oils, used carefully and sparingly.
Formaldehyde-releasing preservatives: Some preservatives release formaldehyde slowly over time. Lunask uses no preservatives that release formaldehyde, and never will.
These are not trend-driven decisions. They are what integrity means in practice.
Beyond "free from" lists
While knowing what is absent from a product matters, Lunask's approach goes further. We focus just as carefully on what goes in. Elysian Luxe™ Nourishing Body Butter is 100% natural at the product level — every ingredient chosen for what it actively does for your skin. Ethically sourced shea butter from trusted cooperatives. Carrier oils like avocado, coconut, and jojoba, chosen for their skin-nourishing properties and long history of safe family use.
We will also be honest about complexity: achieving a completely clean formulation across every possible product type is not always straightforward. But our line is clear — nothing harmful, ever. That commitment does not shift.
Practical steps for your family's skincare choices
Read labels carefully. Do not be put off by long ingredient lists — but do look out for the ingredients above. Shorter lists with recognisable ingredients are generally a good sign.
Be wary of "fragrance." Unless a brand specifies that scent comes from natural essential oils, "fragrance" or "parfum" on a label may contain undisclosed synthetic chemicals including phthalates.
Support transparent brands. Choose brands that openly share their ingredient philosophy, sourcing, and formulation principles. Transparency is a sign of integrity — not just a marketing position.
Prioritise for sensitive skin. Anyone in your family with sensitive or reactive skin deserves the most careful choices. Start with them.
Our promise: Pure. Proven. Personal.
We believe care is something you pass on. Lunask was built on that belief — rooted in West African heritage, proven over a decade in real family homes, and formulated with an uncompromising commitment to your family's safety. Not a claim. Not a trend. A standard we hold ourselves to every single time.
Explore Elysian Luxe Nourishing Body Butter
This article is for informational purposes only and does not constitute medical advice. Always consult a GP or dermatologist for persistent skin concerns. Lunask does not claim that Elysian Luxe™ Nourishing Body Butter treats, prevents, or is specifically formulated for any skin condition.
References
- Nowak, K., Ratajczak-Wrona, W., Górska, M., & Jabłońska, E. (2018). Parabens and their effects on the endocrine system. Molecular and Cellular Endocrinology, 474, 238–251. doi:10.1016/j.mce.2018.03.014. PMID: 29596967.
- Radke, E.G., Braun, J.M., Meeker, J.D., & Cooper, G.S. (2018). Phthalate exposure and male reproductive outcomes: a systematic review of the human epidemiological evidence. Environment International, 121(Pt 1), 764–793. doi:10.1016/j.envint.2018.07.029. PMID: 30336412.
